Let's Neighbor Up

Milka deliberately sent 100,000 packages to "incorrect" addresses throughout Poland. Each package left at a doorstep was addressed to the apartment next door. When people delivered the packages to their neighbors, and the neighbors opened them, they found two "Neighborly" Milka chocolates and a letter explaining that the gift was for both of them, so they could get to know each other.

INSIGHT: 93% of Poles declare that they value good relationships with their neighbors, but only 33% actually have them. In the difficult times we live in, many Poles feel a longing for the lost sense of community and simple kindness that comes from knowing one's neighbors. But things have gone so far that they don't even know where to start.

IDEA: "Let's Neighbor Up” – is an innovative campaign that used a commonly known inconvenience, which is a misdelivered package. A sweet trap that helped neighbors engage in genuine interaction and helped them start building relationships.

EXECUTION: Milka deliberately sent 100,000 packages to "incorrect" addresses throughout Poland. Each package left at a doorstep was addressed to the apartment next door. When people delivered the packages to their neighbors, and the neighbors opened them, they found two "Neighborly" Milka chocolates inside each package. One was intended for them, and the other for the neighbor who delivered the package. There was also an explanatory note stating that the package was actually for both of them, to make it easier for them to connect and start building neighborly relationships. It wasn't just a delivery - it was a social experiment on a grand scale, turning potential irritation into an opportunity to establish genuine contact between neighbors. Milka sparked countless neighborly interactions and reminded all of Poland that a little kindness every day can help build community.

RESULTS: Thanks to the package experiment, we inspired 200,000 neighbors to build relationships. We then expanded the campaign with a widely available special edition of "Neighborly" chocolates. The packaging had texts on the outside to help build neighborly relationships. The chocolate series sold out completely - 5.5 million Poles bought them ("on top" of regular Milka bar sales), thanks to which as many as 11 million people had the opportunity to establish neighborly interactions. This is over 30% of the entire adult population of Poland.
The campaign translated into an immediate increase in the perceived value of the brand - the Brand Equity index increased significantly by 10 percentage points (from 148 to 158), mainly due to brand significance and mental market share. While the entire chocolate category was declining, Milka managed to increase penetration by as much as 1.8 percentage points, resulting in an unprecedented increase in market share - 33.5% (compared to 26.9% in the previous month and 30.3% in the previous year). This is the highest market share in the entire history of the brand's presence in Poland.